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Microsoft Word F69703117 doc 14 Chapter 3 Research Methodology 3 1 The Case Company 3 1 1 Naming The company was established in 1993 The name of firm from establish until now is Hacomy art Decoration Factory 3 1 2 Logo and symbol Logo is a factor to be directly affected eyesight of customer Recognize that, Hacomy organized the logo contest in the internal employees who understand the most Hacomy in 2009 And now, Hacomy own a red logo and blue with white background Star symbol and V show orgina.
Chapter Research Methodology 3.1 The Case Company 3.1.1 Naming The company was established in 1993 The name of firm from establish until now is Hacomy art & Decoration Factory 3.1.2 Logo and symbol Logo is a factor to be directly affected eyesight of customer Recognize that, Hacomy organized the logo contest in the internal employees who understand the most Hacomy in 2009 And now, Hacomy own a red logo and blue with white background Star symbol and V show orginal art sculpture Vietnamese Logo is also displayed that Hacomy keep commitments to enhance the spiritual life of customers Slogan as a means to increase customer awareness for the company, it demonstrates that it is the goal that Hacomy want to achieve 3.1.3 Branding activities Like the companies operating in industries, or other fields, the art sculpture companies must also integrate marketing communication to build brand equity by newspaper, magazine, TV These are popular forms of advertising nowadays Currently, Hacomy has only advertised the logo of firm with the website on the internet since 2009 Those are reasons and chapter one’ reasons, so I chose this case sudy for my thesis 3.2 Research Design 3.2.1 Research framework 14 The case study Hacomy’ company Research methodology Desk research Field research Literature Review Question design Key customers Board firm Interview Key customers Board firm Data collection & analysis Solutions, Recommendation and Conclusions Figure 3-1 Research Framework 15 3.2.2 Descriptive methodology Before planning build a brand needs to environmental analysis In VIETNAM, companies often this in one of two ways: self-organized collection of information or data purchased from market research companies for information analysis In the case, the company itself research organizations to collect information, because I want to apply the knowledge learned in the past two years to practice This process is as follows: Firstly, companies have used qualitative research methods as in-depth interviews with management of the company to explore the factors affecting building brand equity of the company The purpose of this study is searched the most influential information to the branding plan from which to make the data for the strategic direction of the company Secondly, the company also uses qualitative research methods in-depth interviews with clients to explore the factors affecting the buying behavior of customers The purpose of this study was to search for information that affects buying behavior as a basis from which to build company brand Hacomy Number of research groups: there are two groups with director of the company and customer (total six people) Description of research: before conducting research is clearly defined in the study subjects are the customer affect the highest revenue for the company in 2010 When conducting research, a coordinator will ask questions discussion of the subject matter in a questionnaire qualitative research methods in-depth interview For director of the company, the questionnaire focused on content related to: strategic direction, financial and human resources For customers, the questionnaire focused on issues relating to: the media of interest and the factors affecting buying behavior 3.3 Data Collection 3.3.1 Questionnaire internal information 3.3.1.1 Strategic alignment a According to you, the long-term orientation of organization that company focused investment in the future? b What kind of products will your firm focus to make of goods in three years time? c What kind of products are you selling the most in the company now? d Other products or services, what activities that generate revenue and profits for the company? How much rate is between profits and revenue? 16 e According to you, what is the three factors competitive strategy in the future? f By you, what difficulties long-terms strategy you make? 3.3.1.2 Managements a What management model of the company like? (Concentration, decentralization ) b According to you, how you assess about the company's management capacity now? c How you feel about the decentralization mode between functional departments? d How about department members, management members and staff members of the company? 3.3.1.3 Finance a How about the ratio between revenue and cost of sales? b How about the ratio between revenue and cost of marketing? c What about ability to draw capital of the company like? d What kind of main cost is the company? For example: what kind of costs does the company control? What kind of costs does the company control difficultly? 3.3.1.4 Human resource a The company evaluated how the sales staff, customer service? How you evaluate about the sales staff? How you evaluate about customers services? b According to your opinion, how you assess about sale model now? According to your opinion, how you assess about consultancy model now? c When consult customers, what add values created to the company given by customers? d This added value, what is difference compared to competitive rivals e Who are regular customers of the company? f The number of loyal customers account for approximately what percentage of customers to the company? g According to your opinion, what is the company's limited capacity to serve customers? 17 3.3.1.5 Marketing a What are the marketing activities of company before that? b What is the marketing' goal of firm? c Who is the object of client companies? d What kind of products customers often purchase? How much price? 3.3.1.6 Customer value proposition a How the customers feel about products? b The company wishes to provide what services to customers, how would like to make an impression? 3.3.2 Questionnaire external information 3.3.2.1 Brand awareness a When it comes to the field of fine art & sculpture How many companies you know? b The brand is using (he / she has been using the product or service of any company? Why use the services of this company that does not use the services of other companies) c Favorite brands (During use, you like and appreciate the services of any company? Why? 3.3.2.2 Brand evaluation a According to you, does a company in the field of fine art & sculpture need a logo? If so, according to you, what should that logo mean? b Do you remember the logo of the company are trading sector is not art & sculpture? (List each logo that customers know, then ask How you assess the logo of the company (in color, texture, aesthetics, font, conformity to products ) c According to you, is the name of a trading company in the field of fine art & engraving important? What the name should show? Why? (Assessment of the customer's name brands that customers know) d According to you, a trading company in the field of fine art & sculpture is not necessary to have slogan? Why? If so, the slogan should say something or stressed? Do you know or remember the slogan of a company in the industry not? If so please read & review on that slogan? 18 e According to you, should a company not have featured images (referred to collectively as the brand identity elements)? Why? If so, which featured pictures should show how (in color, texture, or what images) f In addition to these factors you have any other ideas in the process of considering and evaluating the brand when choosing the service? If so, ask why for each element 3.3.2.3 Brand positioning a According to you, should a name of a company trading in fine art & sculpture express something? Or when referring to the customer associated with what? Why? b Other factors considered when choosing brands (When there is demand for service, you typically consider factors to determine what to select partners? Which factors are most important? Why? c When you use all the service he / she often want what? According to you what is most important? Why? d Do you like what image or icon when it comes to the field of fine art & sculpture? Images or icons that tell you anything? e Do you like what color cassava? Why? Colors that mean anything? f According to you, should a trading company in the field of fine art and sculpture choose colors that are color specific? Why? 3.3.2.4 Brand personality a If a trading company in the field of fine art & sculpture is personificated, you likes the company should look like (for example, dynamic, youthful, confident, reliable, sane, honest, ) b Do you like model person like? Why? c Do you like an idol, or any character specific? Why? d Do you like any sports? 3.3.2.5 Uses and attitude a During the using service in the past, how many people participate in decisionmaking process and choose a partner (list name & positions) How role are they? Who decides? 19 b In determining, what factors has your company considered? What factors are the most important? c Is price important? Why? According to you how to call a reasonable price? d In addition to the core product, you can see the concern and need for other services (list & why?) 3.3.2.6 Media habits a When searching for information about the field of fine art & sculpture Where you often find? Reliable source? b According to you, a trading company in the field of fine art & sculpture should provide information to customers via the media (channel) that is effective? Why? (List & ask why you think so)? c Do you often use the Internet (website, how often, categories,) to search for information? How often you use? 20 ... this in one of two ways: self-organized collection of information or data purchased from market research companies for information analysis In the case, the company itself research organizations... relating to: the media of interest and the factors affecting buying behavior 3. 3 Data Collection 3. 3.1 Questionnaire internal information 3. 3.1.1 Strategic alignment a According to you, the long-term... Favorite brands (During use, you like and appreciate the services of any company? Why? 3. 3.2.2 Brand evaluation a According to you, does a company in the field of fine art & sculpture need a